Men from Uncle pull off spectacular ATM brand hijack

Marketing agency Uncle has pulled off an audacious ambient stunt, rebranding 16 of Sydney’s ATMs for its client Tax Today in a 3am raid.  

Tax Today Castlereagh ANZThe guerrilla marketing project saw a team fit specially prepared boards around ANZ, NAB and Westpac machines in Sydney’s CBD during a 3am mission.

The message on the boards – designed to promote the same-day tax refund service provided by Tax Today – was “Get your tax refund this fast”.

Uncle – which is a year old – used freelance creative Adam Hunt for the project. In May, Hunt’s anti discrimination ad created for The Gruen Transfer became hugely controversial after the ABC refused to air it.

Uncle director Rupert Pay said that the only hitch was when a policeman became suspicious of a photographer used by the agency to photograph the process. Although police ripped one down immediately, some of the boards were up until at least 11.30am the next day, he said.

Pay said: “I recommended to the client that we should do some sort of ambient stunt and Adam came back with some ideas. The ATM is the perfect visual metaphor for instant cash.”

Pay conceded that he had angered some of the brands involved. He said: “As you can imagine I did get some phone calls. But we were very careful to not use any adhesive or cover up any information.”

He added: “I think we’ve found a new medium. There should be people rubbing their hands together and thinking they’ve got a great new opportunity.”


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